Importance of Integrated Marketing

02 Jan Importance of Integrated Marketing

We’ve all heard the phrase, “repetition is key” and it’s something you don’t want to forget when it comes to integrated marketing. So, what does this phrase mean? Integrated marketing can be thought of as conveying the same message in different formats across a variety of channels. You aren’t going to reach everyone you want by using just one communication platform, so it is more effective to utilize a variety of platforms to reach more people.

When going about creating an integrated marketing campaign, these are some of the most important steps to take:

• Determine your goals and target audience for the marketing campaign
• Create and use a consistent branded visual look and messaging across all platforms
• Utilize a variety of marketing channels:
  • Social media posts, stories, or ads
  • Traditional advertising: print, broadcast, direct mail, etc.
  • Digital marketing
  • Video
  • Podcasts
  • Events
  • Email campaigns
  • Website
• Track results of the campaign from all applicable channels

Integrated Marketing Campaign Example

We provide marketing services for a local hospital and when they started offering ENT services and welcomed a new provider, we created an integrated marketing campaign.

• Goals: Build awareness of and promote the new ENT services and encourage people to schedule ENT appointments.
• Target Audience: Parents or care takers with young children within a 30-mile radius.
• Marketing Channels: Determined what marketing platforms to use based upon our goals and target audience:
  • Press release to local media outlets and blog post on the news section of hospital website, sharing all of the necessary information about the new provider and services offered
  • Several social media posts (with abbreviated but similar messages as the press release) on the hospital Facebook page for a designated period of time (organic and boosted ads)
  • Newspaper ads placed in specific local papers (using similar design and messaging as the social posts)
  • Radio ads on targeted local stations (using abbreviated but similar messages as press release)
  • Provider and service information added to the hospital website (very similar to the press release and all other communications)
• Created several variations of hospital branded graphics sharing necessary information about the new provider, clinic dates, reasons to visit an ENT, how to schedule an appointment, etc.

Even though we promoted the new provider and ENT service by utilizing a wide range of channels, we didn’t need to recreate the wheel for each platform. We typically start with the project that requires the most information (in this case, the press release). Then we use that information to create additional marketing tactics (radio/newspaper ads, social media posts, website information, etc.) Additionally, once one design is created, we use the same graphics to ensure repetition of the design across all platforms.

Repetition is Key

So why is repetition key to successful marketing? By using this strategy, a mom might hear about a new ENT provider on the radio as she’s taking her kids to school one morning. She may not hear the full message, but it could get her thinking. Then she might see the social media post about the ENT services while she’s scrolling through Facebook. She might click on the link from the social post, taking her to the website. Here she’ll see all the information she needs to know about the provider, services, and how this could benefit her four-year-old who has been struggling with allergies lately. Although she might not book an appointment right away, she might read the newspaper a few days later, see a newspaper ad, and recall that she was going to make an appointment. That’s integrated marketing, and that’s why repetition is key.

We encourage you to consider an integrated marketing campaign the next time you are looking to promote a new product, service, or event. If you aren’t quite sure where to start, that’s what we’re here for. Reach out to us here and we’d be happy to discuss the possibilities for your next integrated marketing campaign.